This popular skincare brand has dramatically slashed its prices

Drunk Elephant has today announced it has cut its prices in the UK with products reduced by up to £21, following backlash.

US-based skincare brand Drunk Elephant has scored legions of new fans in the last few weeks following its UK debut at Space NK and Cult Beauty. But many weren’t happy about the fact the price tags here worked out to be significantly higher than their US counterparts.

In a statement released this morning, Space NK revealed it would be ‘adjusting its Drunk Elephant prices accordingly’ as a result of the brand ‘reducing its suggested retail price for the UK market.’ The best bit? Any Space NK customers who have purchased Drunk Elephant products in stores or online using a debit card, credit card or PayPal will be automatically refunded the price difference within 28 days.

Cult Beauty founder Alexia Inge quickly confirmed Cult Beauty would be taking the same action in a comment on a post shared on the Estee Laundry Instagram account.

‘It’s quite a process after three weeks of sales so please bear with us. We will make sure everyone is refunded the difference in the next month. I’m really glad Drunk Elephant decided to do this. It’s the right thing to do to give us Brits price parity with the rest of the world,’ Inge explained.

So how do the new prices compare? Previously, they coincided with the US figures so a product sold for $80 came in at £80 here – a hefty increase when you consider the exchange rate.